BHDLN is Urban Outfitters Inc.’s foray into the wedding market, and one of the company’s latest retail concepts. Much like the modern bohemian feel of sister store Anthropologie, the brand will cultivate its own distinct approach to bridal fashion and wedding decor.
In a February 2011 Women’s Wear Daily article, BHLDN’s managing director, Kristin Norris, describes the brand’s unique niche:
We’re offering a take that’s not out there. We have a lot of shorter dresses, lots of color and prints and no optic white dresses. Traditionally, people got married in churches. Now, they’re getting married on beaches and mountaintops. We’re building our assortment for the ultimate end use.
The boutique hopes to eventually encompass aspects of the wedding planning process as well, helping each bride make decisions on everything from photographers to florists. No other openings have been announced, but the initial growth plan indicated two or three new stores in 2012.